With the continuous growth of retail industry and China's opening-up policy, large foreign supermarket chains have poured in, which has formed a struggle with local supermarket chains, and the corresponding competitive relationship has emerged. Below I have prepared an article on customer relationship management of supermarket chains, and welcome your reference!
The characteristics of customer relationship management in chain supermarkets customer relationship refers to a long-term, trusted and stable relationship between supermarkets and customers, which is realized by supermarkets providing high-quality and satisfactory services and high-cost goods through micro-customers. It is also a way for enterprises to maintain customer relations and improve profits.
The customer relationship of local supermarket chains is an important part of modern supermarket management. However, due to the lack of professional supermarket management talents, the awareness of customer relationship management of local supermarket chains is weak, and there is still a certain distance compared with foreign supermarket chains in this respect.
1 Advantages of Customer Relationship Management
1 The membership system is gradually improving. Through investigation, it is found that local supermarket chains have established membership system, and the number of members in a store is about 30,000-50,000, or even more. All members adopt the system of one card and one member. All members enjoy equal treatment and services. Members can enjoy the discount in many ways, such as buying special products, clicking on the year-end rebate, giving some gifts, etc. With the effective implementation of membership system, the sales contribution rate of members has increased year by year.
Customer service measures are constantly enriched. According to the survey data of the members of the research group, local supermarket chains have built a series of service projects and standardized the service process. (1) Make a public service commitment to customers for their supervision. (2) Set up a customer service team to collect customer feedback information. Through the questionnaire survey inside and outside the supermarket, the monthly customer forum is held to obtain customers' opinions and suggestions on supermarket services, sort out the collected after-sales feedback information, and carry out targeted service rectification.
2 shortcomings of customer relationship management
The customer classification of. 1 is much rougher than that of foreign countries, and the general customer information utilization has not reached the maximum value. Local supermarket chains simply divide customers into member customers and ordinary customers. Customers are not classified according to detailed indicators such as customer characteristics and customer value, and the classification is rough, and only basic information such as customer name, age and address can be obtained. With enterprises getting more and more customer information, a large number of customer information has not been effectively classified and utilized, and customer information can not provide strong support for business decisions of enterprises, and the value of customer information has not been fundamentally realized.
2 lack of effective means of customer maintenance. It is very important to implement customer relationship management and obtain loyal customers, so customer maintenance is a crucial management content for chain supermarkets, especially those with membership system.
Reconstruction of customer classification method of chain supermarkets 1 Obtaining customer data through various channels.
1 Get basic customer information through one person, one card system. The lowering of the conditions for issuing membership cards will allow supermarkets to collect more basic information about customers, such as registering as members after shopping in supermarkets reaches a certain amount, so as to attract customers with membership cards.
Obtain customer information with the help of supermarket sales system and information management system. Customers will collect information about the quantity, type and price they buy after each purchase.
3 Establish specialized customer service organizations, such as clubs, service points and complaint points, to collect customer information. When providing services, these departments can provide forms to collect customer information, guarantee the confidentiality of this information to customers, eliminate customers' doubts, and give some coupons or small gifts to customers who leave information.
2. Use diversified methods to refine customer classification.
The classification of customers needs to be counted and distinguished according to the types of customer groups, such as customers' purchasing power, income, favorite commodity types and so on. The classification of customers by local supermarket chains is not mature, and many local supermarket chains will not classify customers. In fact, the purpose of classifying customers is to make supermarkets better serve and publicize customers. Customers with different educational background, life background and family background have different needs for goods. Therefore, different emphases should be adopted in promotion and advertising to ensure the effectiveness of these activities. Basic information such as customers' age, gender and occupation is a kind of information about purchasing power and purchase type for supermarkets. Analyzing this information can make supermarket sales stand out.
The construction of chain supermarket 1 customer relationship management system has further deepened the management concept of customer satisfaction.
Customers are the basic guarantee for the survival of enterprises, and the degree of customer satisfaction is the basis for the development of enterprises, which is determined by the goods and services provided by enterprises. In the course of operation, local supermarkets should deepen the business philosophy of customer satisfaction, win customers and close the relationship with customers by improving customer satisfaction, form close business relations and establish a good corporate culture, such as? Service first? 、? Customer first? And so on, improve the service quality and commodity quality of supermarkets.
2. Strengthen the construction of customer relationship management projects
1 regard customer classification data as favorable support for supermarket managers' business decisions. We should put the core customers of supermarkets in an important position, invest some resources for them, such as VIP services and management, and provide them with some special products, such as lower prices, more discounts and more promotional activities. We should seize these core customers and proceed from their needs. At the same time, it provides high-end consumer demand for high-end customers in supermarkets to meet their needs, such as some advanced gift bags, organic vegetables, green products or some expensive aquatic products, large household items and so on.
Key customers should pay attention to them and make special service plans for them to enhance their importance and increase the value of services. Such as key customer consultation and personalized consumption guide. And collect feedback information from them, so that they have a closer relationship with the supermarket.
Customers who can develop should actively strive for it, because some customers are not 100% satisfied with the service and goods of the supermarket due to some factors, and their attitude towards the supermarket is at arm's length. Supermarkets should establish communication and follow-up service channels, find out the reasons for this situation, and then improve their services and commodities to attract these customers who can develop.
For customers who give up development, such as customers who patronize occasionally, supermarkets can naturally receive customers without spending too much energy and investment, and without special promotion activities or marketing measures.
Fully analyze customer information, provide perfect service and maintain customer relationship. Customer information reflects customers' purchasing ability and purchasing potential of supermarket goods, and supermarkets need to dig deeper. Through the analysis of customer information, we can find targeted services and commodities, maintain the relationship with customers and narrow the distance through marketing activities. In the activity, we must ensure the quality of goods and services, avoid dishonest behavior, actively solve customers' questions and problems, and maintain good customer relations.
3. Continuously improve the customer relationship management information system. Supermarket managers should establish a powerful database, connect the computers in the store with the database, collect the purchase information of supermarket customers in time, and classify these information, which is of great significance to supermarket sales. These tasks also need a perfect information management system to achieve, so we need to invest in building a high-speed and safe network system to achieve closer contact with customers, and we can also establish a network platform to provide services to customers and constantly improve the types and types of services in supermarkets.
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